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Social Media for ServiceBy Josiah Mackenzie at BTO 2010
@HmarketingHelp on Twitter
Keeping a customer is much cheaper
Less than 2% of executives using social
media for service?
The goal of marketing“The aim of marketing is to know your customer so well the product fits him and sells itself.” - Peter Drucker
Who is Josiah?Hotel Management: Vice President, Social Engagement, Adoba Hotels
Agency: Director of Marketing, ResNet World
Analyst: Publisher, Hotel Marketing Strategies
Look at the right numbers
Huge numbers must be put into contextIncreasing number of followers and fans cannot become our only goal
Don’t underestimate the power of one person and
the internet
Your universe must revolve around your
guestsObsess over first impressionsObsess over little thingsObsess over last impressions
3 stages of travel planning
Before a trip: Help with them planning [blogging, video]During trip: Provide real-time service for memorable experiences [mobile, Twitter]After the trip: Get them to share their memories online [review sites]
Before the Trip:Help Guests Plan
The “Concierge Approach to Content Marketing”
Your job: To become the best guide to your city
or industry
Helpful companies get popular
TripAdvisor.comTripWolf.comStay.com
Blogging:The easy way to become a
guide
“Not always on-topic, but always interesting
for our target audience.”- Jeremy Silverman
“I made a €50000 sale
with a snowfall
update on Facebook.”
- Dan Sherman, Ski.com
What if you built your entire website around
service?Apostrophe Hotel in Paris built their website as a city guide
“If you claim to be unique, you can’t have a website like the others.”
“We like to offer more of an agenda for Paris than the Eiffel Tower.”
Video: Important for Service
(Could you make real-time recording easy by providing custom video cameras at each of your properties?)
Try this: Use video chat to help
guests
During the Trip:Focus on Real-time help
What if you built a custom
itinerary for each guest?
(That’s what Tailor Made Hotels does.)
They email each guest before arrival about their
plans, than work to assemble a customized list
of suggestions.
Ask without being
intrusiveYou don’t want to be too intrusive, but you want to ask, “What
brings you to the New York City area?”
- Nashid Braswell, Luxe Concierge
Make guests feel like temporary locals
How GEM Hotels inNew Yorkdid this
1) GEMmine - chalkboard in lobby2) GEMwalks - iPods with audio tours3) GEMtexts - neighborhood updates via SMS
Could you give guests a city guide card?
Africa Talking concierge phone
Mobile is for service
“A Day in Paris” from Van Cleef & Arpels
Don’t think your guests use it?
80% of mobile bookings are same-day
SMS for Service Opportunities
Twitter is (often) Mobile
Delta’s #Snowmaggedon
response on Twitter
“Not social media.Real time media.”
Social networks such as Facebook and Twitter give us the opportunity to serve guests and customers in real time.
This may make a more compelling argument for adopting the social web.
“Fortunes are made or lost in a minute on Wall
Street.”
Twitter is very time-sensitive
Use range of searches to monitor opportunities
Your hotel name
Your hotel name + city
Previous property names
Restaurant names
Your manager’s name
Your concierge
Your competitors
Names of journalists and bloggers relevant to you
Tweets sent from near your location
Searches with location intent (city + hotel; city + event)
After the Trip:Focus on Sharing
“Guestsourcing”
“Let Guests use Superlatives.”- Terry Kane, Jumeirah Group
Post reviews everywhere!
How do I get reviews?Create something worth telling your friends aboutAsk your guests at the right timeFollowup after the stay
Adele Gutman says...“You need to WOW them. You need to give them something to talk about. “You need to shower your guest with so many magical moments that they they leave the hotel excited and inspired to take the time to want to share their experience with the world. “People like to do nice things for nice people.”
The telephone is ringing....will you answer it?
Free tool you can use:www.ReviewPro.com
Let guest feedback guide your strategy - not
industry hypeDo you even need Facebook?Are your customers using mobile?What type of email do they want to receive?
3 big ideas
Help guests plan their trip by publishing onlineProvide real-time, on-the-go supportEncourage people to share their experiences online
BTObonus.comTwitter: @HmarketingHelp
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